WELCOME TO THE WONDERFUL WORLD OF MODULAR PROGRAMMING

Our post on Monday about EarthDate created lots traffic and several comments. We had almost 700 page views, a substantial number of visitors for our little blog. We will feature some of the comments this Friday.

We thought it might be useful to provide an overview of the market for short-form programs (often called “modules”) on noncommercial radio stations. Also there are important lessons from EarthDate that we hope will be helpful to folks thinking of entering the module market.

Much of what we are discussing today is negative about modules. But please, keep in mind there have been, and still are, some very successful short-form modular programs. We are featuring these success stories in the margins of this story.

WHAT PRODUCERS & DISTRIBUTORS SHOULD KNOW ABOUT MODULES

1.) The majority of stations do not carry them.

From our research, only about 30% of CPB-funded stations carry any short-form module programs. Stations with the largest audiences are the least likely to carry them.

2.) Programmers consider modules to be “speed bumps” that cause listeners to tune out.

Modules often break up the flow of programming.  They don’t sound like the programming they precede or follow. Sonically and topically they sound “different.” Programmers want to keep people listening and common wisdom is that modules impede listening rather than help it.  Also, modules do not cause people to tune-in or create “appointment listening.”

3.) It is nearly impossible to track how many people are listening to modules.

Nielsen Audio doesn’t track programs that are less than five minutes in length. It is possible with PPM methodology to trace listening from minute-to-minute. However, this calls for a custom report that is generally too costly for noncommercial stations and producers.

In Diary markets, minute-to-minute listening cannot be tracked. The result is that ratings for modules are not generally available.  This is a turn-off for potential sponsors or underwriters.

4. Airtime on stations with large audiences is limited.

In bigger markets, each minute of airtime is valuable for underwriting and station promotion. A module from an outside source brings no new revenue or any other tangible benefit to the station.

5. Some stations with measurable audiences do carry modules but they aren’t adding new ones.

About ten years ago we did extensive research on noncom stations that do carry modules.  Typically the modules they do air have been on the air for many years. There has not been a new “hit” module for as long as we can remember.